“I wear my jeans to fit my body, I wear my body under my jeans. I wear my jeans like a second skin and it’s Brutus jeans that I’m in,” announces the 1978 ad campaign for Brutus Gold Jeans.
The 30 second clip, below, boasts a turn from both Sting (!) and Dominique Wood of 70’s dance troupe Hot Gossip; it’s a wholly different interpretation of Brutus from the story oft told, which today translates as a further layer of cult.
Now, 50 years since Alan and Keith Freedman founded the label, 20 years after its last full-collection efforts, and with Keith’s son Jonathan the current driving force behind the brand, Brutus is making a return to Ready-to-Wear.
Dropping in March, the new collection flirts with the Mod credentials and classic nature of the brand by way of its ‘All I’ve Ever Known’ title. The pieces, similarly, reference subcultural staples: check shirts, tight 70’s tees and denim jackets are all present.
“It’s building on what we’ve done in the last five years and making sure we keep producing good quality, thoughtful pieces,” asserted Jonathan in conversation with Clash last summer (here). Sold.